AOL sets return to brand advertising

Published on April 14, 1997.

After a three-month hiatus from its high-profile TV branding efforts, America Online will return to the airwaves next month with a new image campaign from Gotham, New York. AOL pulled its so-called "Jetsons" TV campaign in January after the online service couldn't meet consumer demand following a change in its pricing policy. The new advertising is expected to break during the first week of May. Gotham joins TBWA Chiat/Day as agency for AOL's consumer advertising, and the fact Gotham is producing the "return" branding campaign is raising eyebrows in the industry.

One executive close to AOL said the company and TBWA could part ways by this summer, though other people suggest AOL is supplementing its roster with a new shop. "Both Gotham and TBWA Chiat/Day will be working on brand creative for AOL in the next year," said an AOL Networks spokeswoman.